How Goodwill Is Refining Its Stores To Appeal To A Wider Audience

The charity organization has been opening stylish, well-curated boutique stores in affluent areas in an effort to expand their retail operation.

Upon entering Rare, a boutique in Anaheim, California, customers are greeted with chicly dressed mannequins and standing racks full of designer clothing. Vintage furniture is arranged in a lounge area in the corner, below a cluster of hanging succulents. In the back of the store, behind a set of very DIY-looking book shelves that double as a reading area, a sign printed on a wall of stacked books boasts, "We are anything but ordinary. We are Rare."

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